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Campaign: Go RED!
Client: Richard House Hospice WPP company: The Partners, London
Richard House is a children’s hospice in London, built to accompany families with children and young people with life-threatening conditions or complex healthcare needs.
Richard House’s ‘Go RED!’ campaign encourages participants to raise money for the charity by any means as long as it involves the colour red. In support of the Go RED! campaign, The Partners collaborated with 120 of the UK’s top illustrators to create a fundraising campaign based on the popular children’s game, Consequences.
The Partners built and designed the website www.goinggoinggone-red.org where visitors could create and print their own unique figure made up of illustrations. With 64,000 possible combinations, only one of each combination was produced for print, allowing individuals to purchase one-off unique prints.
The campaign won a Gold Cannes Lion award and a Best In Book title in the Creative Review Annual. Go RED! has continued into 2012 and, if all the prints were sold, approximately £3.8 million would be raised.